Online and offline lessons from retailers in emerging markets
Jo Bowman
Much of the knowledge transfer concerning bricks-and-mortar retail has seen best practice flow from mature to emerging markets. But businesses in China and across the developing world are proving they can teach Western companies a thing or two about selling on the web, delegates at The International Shopper Insights in Action Event, held in Prague in November 2013, heard.
Lies Ellison-Davies, global shopper marketing director at FrieslandCampina, the Dutch dairy group, reported that the appetite for online retail in China is huge. Approximately 600 million people in the country...